Pest Analysis

Topics: Tourism, Gilgit-Baltistan, Heritage tourism Pages: 4 (865 words) Published: June 12, 2010
PESTAL Analysis of Serena Hotel


Pakistan has experienced many political upheavals during the last year of a century and the one thing, which the country was lacking, is political stability.

This had a direct effect upon the policies of the businesses especially hotels management. Although tourism growth was affected all over the world after the 9/11 incident, and it had a far reaching negative impact on Pakistan’s economy in general and Gilgit Baltistan in particular, as its economy is greatly dependent on tourism after the agriculture. The area has gone no industry or any other business option. Tourism is the only source of employment for the habitant of the area.

Gilgit Baltistan still suffers from the international situation after 9/11, in terms of tourism. Though government of Pakistan has being trying to promote the soft image of Pakistan abroad but not much success took place because of the terrorism activities abroad where Pakistanis are involved directly or indirectly. Sectarian terrorism within the country is a big threat to stability and harmony among the people of Pakistan. The sectarian disharmony in Gilgit Baltistan has become an incurable disease, for the last year, the law and order situation in Gilgit was the worst ever in 58 years history.


The Gilgit Baltistan spans a region of some 72,496 square kilometers with a population of 1170,000 (approx) people and possesses great ecological and cultural diversity. The Gilgit Baltistan also serves as the principal water catchments for the industry river, upon which a majority of Pakistan is irrigation and hydroelectric depends.

The Gilgit Baltistan is one of Pakistan’s most important tourism destinations. The region is renowned for its natural beauty and endowed with rugged mountain landscapes, large glaciers, sweeping valleys and other features such as forests, rivers, lakes, snowcapped peaks and meadows. This dramatic natural heritage is complemented by the...
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